London agency Holler has beaten off competition from Mercedes above-the-line agency AMV/BBDO, Weapon 7 and seven others to be placed in charge of social strategy and execution for Mercedes-Benz UK.
The appointment has been made to help Mercedes-Benz UK engage with a younger customer base by focusing on Facebook, YouTube and Twitter. Holler is best-known in social media terms for its work for Innocent which was the top social media brand in the UK last year.
Currently Mercedes UK has 80,000 Twitter followers, split over four separate accounts (@smartfortwoUK, @MercedesBenzUK, @MercedesBenzSLS and @MercedesLFW), 70,000 likes on Facebook, again split across three pages and over 1.1 million views on its three YouTube channels.
Holler will work to unify this social presence and to incorporate all future marketing campaigns with social activity, as well as supporting Mercedes with instant feedback to customers’ online queries and questions.
Mercedes UK marketing director David George says: “We are keen to expand our online community and engage followers with exciting and exclusive content. We look forward to working with Holler to bring the brand to life with our new cars for our new target audience and to develop creative and innovative opportunities for all Mercedes-Benz UK followers.”
Holler managing director James Kirkham (pictured) says: “This is a brand that is already creating tremendous communications across multiple channels. We now want to make sure they’re talked about by all the right people in all the right places, marrying up their business ambitions with becoming a number one best in class social brand.”